Sony Electronics, Sony Pictures Home Entertainment and Best Buy, in collaboration with National CineMedia (NCM), today launched a cross-promotion created to highlight the 4K entertainment experience.

The promotion, which runs from Aug. 15 to Sept. 25, includes a 30-second spot shown in theaters in NCM’s FirstLook movie pre-show, featuring select outtakes from The Amazing Spider-Man 2.

The new 30-second spot has been specifically designed to motivate consumers to undergo a 4K Ultra HD demonstration at Sony Experience stores, which can be found in the 350 Best Buy locations across the U.S. The campaign will be further supported by 50 in-store events, on-line media and also coinciding with a Best Buy circular on Aug. 17.

In addition to being seen on more than 3,600 AMC and Regal Entertainment Group movie screens nationwide, the new 4K spot will also be shown across NCM’s Lobby Entertainment Network (LEN), as well as on mobile devices via the NCM Digital.